Research About Ethical Problems Of The Outdoor Media

The Outdoor Media is a new media, and is developing rapidly recent years. The electronicdisplay boards, light-boxes, three-dimensional sculptures, strolls, and advertisements ontransports are all belong to the category of Outdoor Media. At present, it has more than70000industries and has nearly one million billboards. Henry Center, the world authority on marketresearch, concluded from investigations that "the Outdoor Media will be the most long-termand development potential excellent media in the21stcentury."At the same time, the Outdoor Media appears a series of ethical problems. The MediaEthics of the Applied Ethics need to resolve ethical problems of the Outdoor Media as practicalissues. And now the ethical problems of the Outdoor Media are widespread concerning inpractices. In recent years, some departments have regulated industry atmosphere, but, becauselack of ethical statutes, laws and regulations, they created various damage. Many foreigncountries have formulated measures to build ethics of the Outdoor Media. The domestic payless attention to ethics of the Outdoor Media, the one reason is the Outdoor Media has grownrecent years, and the problems have exposed day by day. Another reason is ethic of the OutdoorMedia belongs to cross-disciplinary of Ethics field and Media field, and most of advertisingresearches just involved the level of management and design, ethic of the Outdoor Mediabecomes an vacuum zone. Therefore, to strengthen research and sound mechanism in this fieldis urgent.This paper analysis the literatures and value, investigated the ethical dilemma anddemoralization of the Outdoor Media development, and analysis the reasons and harms, at lastit also proposed the solution of these problems. This paper divided into five sections:Chapter I: the development trends and policy environment of the Outdoor Media at homeand abroad. This section analysis the development trends of the Outdoor Media, investigatedthe normative systems of Outdoor Media development abroad, and proposed the urgency ofbuilding ethics of the Outdoor Media.Chapter II: This section analysis the ethical dilemma of the Outdoor Media and the ethicalstandard of value the Outdoor Media should uphold.Chapter III: the performances and reasons of ethical problems of Outdoor Media. Thissection generalized the ethical fault of the Outdoor Media according to the survey research.This section found there are a series of performances of Demoralizations, such as, false contents,vulgarizations, breach of customs, Moral taboos, Malicious competition, Sexism,Disadvantaged groups discrimination, Violations of the advertising creative, Celebrity anomie,wrong value orientations, Language anomie and Destructions of the ecological environmentand so on. And this section also explained the reasons and harms. Chapter Four: the ethical standard of the Outdoor Media values.Chapter Five: the measures to resolve the ethical problems of the Outdoor Media. Thissection discussed the value principle and specific measures to resolve the ethical problems ofthe Outdoor Media.Conclusion: this section summarized main content of this paper. This paper consideredthat we cannot promote the Outdoor Media to develop healthfully and sustainable unless westrengthen the build of ethic of the Outdoor Media, establish Sense of moral self-discipline ofemployees, regulate and discipline the demoralization of the Outdoor Media, and buildregulatory mechanism participated by public.